The term “self-promotion” often carries a negative connotation-and with good reason. No one enjoys associating with someone whose solution to every problem starts-and ends-with the letter “I.” At the same time, unless others know what you do and are capable of doing, chances are they will never realize they need your services. Instead of approaching this topic as “Me: 101,” take a different approach and focus on how to communicate your value.
Particularly in these tough economic times, making yourself memorable to employers, potential employers, clients, and business and networking associates is more vital than ever. You might know that you are ideally qualified for certain positions and opportunities, but with countless other qualified professionals jockeying for these same positions, it’s not what you know that counts; it’s what others know about you.
How can you advertise “you” to the world? Simply put: communicate a comprehensive value package of which you are one component.
The following outlines the three communication components constituting this approach, and the good news is that it works whether you are searching for a job, hoping to move ahead in your current position, soliciting new business clients or working to expand your network of business and professional relationships.
Turn self-promotion into value-communication while advancing your career with the steps that follow:
1. Communicate your capabilities
This is more than providing a laundry list of education, skills training, and professional experience. Anyone can type up a resume-and have it subsequently trashed because it looks exactly the same as 1,000 other resumes. A better way to communicate your capabilities is to do so in terms of achievements and accomplishments.
For example, if your vocation is information technology (IT) sales and you closed a multi-million dollar deal with a major corporation, you might say you had the opportunity to work with a leading corporation to provide needed IT capabilities while also helping your company set a new sales record (if, indeed, this was the case). If you made the sale as part of a team, be sure to give credit where credit is due. Facts melded with humility form a powerful combination.
2. Communicate your vision-in terms of others
Perhaps your goal is to be the top-producing IT sales representative in the region. While saying as much might impress some people, it probably will do little to separate you from the hundreds of other ambitious sales representatives with the same goal who may be in direct competition with you.
A far better way to communicate your vision and make your qualifications more appealing in the process is to convey your goals in terms of others.
For example, if you know the way to achieve your goal is to sign on a certain number of major companies and/or corporations as new clients, you might say your vision is to help 20 (or however many) leading corporations maximize their IT capabilities by implementing the systems, software and equipment that you can offer. In this case, you’ve shifted the direct focus away from you while still maintaining your role-demonstrating your value in producing the desired results.
3. Communicate to your audience
This step builds on the previous two by focusing your communication specifically on your target audience. In other words, pretend you are now interviewing directly with the hiring manager of an IT sales corporation, or maybe you are having lunch with that prospective client whose business would skyrocket your sales figures. You could tell the prospective employer you’ve sold millions of dollars in IT services and can do it again, and you could tell the client you’ve installed and configured IT networks for various complex companies. But the real question the employer or client is asking isn’t “What can you do?” It’s “What can you do for me?”
A better way to communicate your value is to find out first what your audience’s goal is and then share how you can help them reach that goal.
For instance, if you are speaking with the head of an IT sales company, use your past sales success to demonstrate how you can help him or her grow the company’s market share and expand its sales territory. Or, if you are chatting with a potential client, illustrate how you can help increase that client’s business productivity and profitability.
It’s been said that the key to success is finding a need and filling it. In the same way, the key to communicating your value to others is identifying their goals and demonstrating how you can help achieve them.
The benefits of self-promotion
Self-promotion does not have to be about self-aggrandizement. It is possible to advance your career while maintaining humility. In fact, not only is it possible but it is also beneficial.
People want to associate with individuals who are confident, who want to help others achieve their goals and who possess the necessary skills and qualifications to do so. Don’t be timid to let others see what you can do. Choose to transform self-promotion into value-communication by sharing your capabilities, vision value with your audience.
About the author
Richard Zeoli, author of the 7 Principles of Public Speaking, is the founder and president of RZC Impact, a pioneering communications firm specializing in executive-level communication coaching and strategic messaging. He has offered communications, political and current events commentary as a frequent guest on national television and radio. Zeoli is also a visiting associate at the Eagleton Institute of Politics at Rutgers University in New Jersey.
